SOCIAL CUSTOMER
EXPERIENCE MANAGEMENT
Social CRM 2014
21st of January, 2014 | Sheraton Tower, Singapore

Nicholas Kontopou...
OP + NT = EOP
This is the dawn of Generation C.
Where "C" represents a connected
society based on interests and
behavior. Gen C is not a...
THERE HAS BEEN A
CUSTOMERS ARE

NO LONGER PASSIVE

They are now armed to the teeth.
EVANTUBE HD
ENGAGING THE
BUYERS OF
TOMORROW
EMPOWERED
CUSTOMERS ARE
Digitally Connected

79%

of customers spend at least 50% of
total shopping time researching
produ...
EVERY MINUTE
OF EVERYDAY

SOURCE: DOMO, INC.

48 hrs

3,125

$272,070

217

3,600

100,000

347

204,167,667

47,000

571
...
THIS CHANGES THE RULES
FOR MARKETERS

2.4 BILLION

brand-related conversions
happen in America everyday.
SOURCE – KELLER F...
THIS CHANGES THE RULE FOR MARKETERS.

IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.
AND IT RAISES THE STAKES FOR
CUSTOMER SERVICE

59%

of customers are willing to
try a new brand to get
better customer ser...
IT CREATES A NEW KIND OF
THINKING AROUND SALES

57%

of the buying process is
completed before a first
interaction with sal...
WHILE CUSTOMER EXPECTATIONS
CONTINUE TO RISE

71%

of customers don’t think
companies are doing anything
to keep their bus...
DIGITAL DARWINISM:
When technology and society evolve
faster than the ability for companies to
adapt.
- Brian Solis
COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.
OP + NT = EOP
DUDE, IT’S NOT ALL
ABOUT THE

TECHNOLOGY…
THERE IS
NO SINGLE

SILVER BULLET
SOLUTION
21ST CENTURY
CUSTOMERS
REQUIRE A
21ST CENTURY

MANAGEMENT
RESPONSE
REINVENTING MANAGEMENT

FOR THE 21ST CENTURY
REINVENTING
History Lesson on Management 1.0 MANAGEMENT
FOR THE 21ST
CENTURY
...
HISTORY LESSON ON

MANAGEMENT 1.0
1890:

90% of the then developed world worked

in agriculture & the average manufacturin...
HISTORY LESSON ON

MANAGEMENT 1.0
1920:
By this time most of the tools for modern
management have been created:

Pay for
P...
19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel

Awareness
Interest
Desire
Action
CUSTOMERS REQUIRE A NEW
21ST CENTURY ENGAGEMENT MODEL
DRIVEN BY SOCIAL
SHARE

COMPARE

TRIGGER EVENT

RESEARCH

SHOP

PURC...
OP + NT = EOP
If you keep on doing what
you’ve always done, you’ll keep on
getting what you’ve always got.
- W L Bateman
WE NEED TO RETHINK
OUR MARKETING & SALES
STRATEGIES.
LET’S START WITH
BINNING THE CONCEPT OF…
a

go-to-market strategy

an...
WHICH ACRONYM
do I start with?

SCRM
CX

Social

CEM
CRM
Social CRM is a philosophy and a business
strategy, supported by a technology
platform, business rules, workflow,
processes...
CUSTOMER
EXPERIENCE
MANAGEMENT

©  2011 SAP AG. All rights reserved.

32
CUSTOMER
EXPERIENCE
The customer’s perceptions and related
feelings caused by the one-off & cumulative
effect of interaction...
“Or, the aggregated

memories of every

touch a customer has with
your company”
CUSTOMER
EXPERIENCE
MANAGEMENT
The practice of designing and reacting to
customer interactions to meet or exceed
customer ...
“Or delivering the consistent

customer experience
across the entire enterprise”
Every sale has five basic obstacles:
no need, no money, no hurry, no
desire, and no trust.

- Zig Ziglar
OP + NT = EOP
OK, BUT HOW DOES

ENTERPRISE CRM

FIT INTO CUSTOMER EXPERIENCE
MANAGEMENT THEN?
RM
C
WE CAN DESIGN &
DELIVER YOU
A WORLD CLASS

CRM STRATEGY
NO PROBLEM!
COMPLEXITY
EXCESS

BAGGAGE
CRM IS NOT
ABOUT
SOFTWARE…

IT IS AN
IDEOLOGY
IT IS ABOUT
CONNECTING

EMPLOYEES
TO CUSTOMERS
IT IS ABOUT

DELIGHTING
YOUR
CUSTOMERS
AND SEEING THEM AS MORE
THAN JUST A NUMBER…
ACCOUNT NUMBER 23058399
TRANSACTION NUMBER 00092374
COMPLAINT NUMBER CP09938
R...
…AND AS
COMPANIES’ MOST

VALUABLE
ASSET
OP + NT = EOP
It’s now your obligation to
study how, where & why
customers are connecting
and how they are making

& influencing
decision...
It takes a mere 5% of

INFORMED
INDIVIDUALS

to influence the direction
of a crowd of up to two
hundred people.
- Professor...
Respondents time
after time end up

concluding

that they lead the
group – even though

they were lead
by others.
- Profes...
PEOPLE
MAKE DECISIONS
BASED ON THE

SHARED
EXPERIENCES
OF OTHERS
WHERE
DO YOU
START?
YOU NEED A

STRATEGY
07

7 STEPS TO

GET STARTED

06

WITH CEM

05
04
03

02
01

Build a
cross-functional
work team

Map the
customer
journey

...
CRM SUCCESS
FACTORS:
STRATEGY,
PROCESS,
TECHNOLOGY,
AND PEOPLE

Deploy new technology
that supports required
process flows...
AVOID BECOMING ONE OF THESE
STATISTICS BY RETHINKING YOUR

CRM STRATEGY

25% of firms reported that poorly

31% of firms rep...
CUSTOMER
EXPERIENCE LEADERS
OUT PERFORM THE
LAGGARDS

+22%

- 46%

Over a recent five-year period during which the S&P
500...
OP + NT = EOP
SAP
CASE STUDIES
AT A GLANCE
Objective
Transform STM’s one-to-one marketing
strategy to drive loyalty and improve the
customer experience t...
Loyalty Integration

Enhance
the Rider
Experience

Personalized Offers

Redemption

Transit Directions
AT A GLANCE
Objective
Take on larger rivals by providing a delightful
social media experience

Solution
SAP Social Media A...
AT&T AND T-MOBILE SLUG IT OUT OVER
A CUSTOMER ON TWITTER
USING SOCIAL TO

LISTEN, UNDERSTAND, AND ENGAGE
THE FULL SOCIAL WEB

LISTEN
SAP Social Media Analytics by NetBase
YOUR TAR...
OMNI CHANNEL
BUILDING A CONNECTED
ENGAGEMENT PLATFORM
YOUR

CUSTOMERS
DON’T CLOCK
OFF AT 5PM

24/7 BRANDS
TODAY’S
CUSTOMERS
WANT

INSTANT
GRATIFICATION
WATCH OUT
FOR THE

“CREEPY
FACTOR”
90%

of word-of-mouth conversations
about brands take place offline.
PRIMARILY
Face-to-face, in people’s homes and offices,
in...
1.5 BILLION
MILLENNIALS GLOBALLY

COMING OF AGE
In 2011, the youngest hit their
mid-teens & the oldest entered
their 30’s
...
OP + NT = EOP
It is not the strongest of the species
that survives, nor the most
intelligent, but the one most
responsive to change.
- C...
CHANGE

IS THE BIGGEST
OBSTACLE
But CHANGE has now changed.
It is now…
• 

Ever surprising

• 

Unrelenting

• 

Unforgivi...
Adapt or Die
AVOID DIET
PILL
APPROACH

SHORT
TERM GAINS
BEWARE
OF ISLAND
SOLUTIONS
BUILD A CONNECTED
ENTERPRISE BY
BRINGING TOGETHER

PEOPLE
+ PROCESS
+TECHNOLOGY
COMPETITIVE
ADVANTAGE

REQUIRES
HARD WORK
OP + NT = EOP

©  2011 SAP AG. All rights reserved.

Public

84
KEY TAKEAWAYS
OLD RECIPES NO LONGER WORK

CRM MUST EVOLVE BEYOND
THE FRONT OFFICE

TACTICAL

STRATEGIC

TO BE IN THE GAME

INTERNAL
FOCU...
TO WIN TODAY
YOU MUST ALIGN YOUR MARKETING AND SELLING MOTION TO YOUR BUYER’S JOURNEY
AWARENESS

CUSTOMER

Set Criteria

C...
TURN INSIGHT INTO ACTION TO CREATE
EXCEPTIONAL EXPERIENCES
• 

Understand customers

• 

Identify opportunities

• 

Predi...
You’ve got to start with the
CUSTOMER EXPERIENCE and
work back toward the technology.
- Steve Jobs
OP + NT = EOP

©  2011 SAP AG. All rights reserved.

Public

90
?
©  2011 SAP AG. All rights reserved.

Public

91
Old Process + New Technology =

Expensive Old Process
about.me/nicholask71
THANK YOU!
Feel free to connect with me at :
Nicholas.kontopoulos@sap.com
#nicholask71
http://sg.linkedin.com/in/nicholask...
Social Customer Experience Management
Social Customer Experience Management
Social Customer Experience Management
Social Customer Experience Management
Social Customer Experience Management
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This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the Asia Pacific and Japan region.

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Social Customer Experience Management

  1. 1. SOCIAL CUSTOMER EXPERIENCE MANAGEMENT Social CRM 2014 21st of January, 2014 | Sheraton Tower, Singapore Nicholas Kontopoulos Senior Director, Global Product Marketing SAP Solutions for Sales, Marketing and Customer Service
  2. 2. OP + NT = EOP
  3. 3. This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group -ITS A WAY OF LIFE. - Brian Solis, author and digital analyst
  4. 4. THERE HAS BEEN A
  5. 5. CUSTOMERS ARE NO LONGER PASSIVE They are now armed to the teeth.
  6. 6. EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW
  7. 7. EMPOWERED CUSTOMERS ARE Digitally Connected 79% of customers spend at least 50% of total shopping time researching products online. Socially Networked 53% of customers abandoned an instore purchase due to negative online sentiment. Better Informed 59% of customers are willing to try a new brand to get better customer service.
  8. 8. EVERY MINUTE OF EVERYDAY SOURCE: DOMO, INC. 48 hrs 3,125 $272,070 217 3,600 100,000 347 204,167,667 47,000 571 2,000,000 34,722 2,083 684,478 61,141 of YouTube uploads new mobile web users Wordpress blog posts new websites Foursquare check-ins Flickr photos Instagram photos Email messages Google queries Facebook shares Consumers spend Twitter tweets Apple app download Facebook likes hours of music uploaded
  9. 9. THIS CHANGES THE RULES FOR MARKETERS 2.4 BILLION brand-related conversions happen in America everyday. SOURCE – KELLER FAY GROUP
  10. 10. THIS CHANGES THE RULE FOR MARKETERS. IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.
  11. 11. AND IT RAISES THE STAKES FOR CUSTOMER SERVICE 59% of customers are willing to try a new brand to get better customer service. SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
  12. 12. IT CREATES A NEW KIND OF THINKING AROUND SALES 57% of the buying process is completed before a first interaction with sales. SOURCE – CUSTOMER EXECUTIVE BOARD
  13. 13. WHILE CUSTOMER EXPECTATIONS CONTINUE TO RISE 71% of customers don’t think companies are doing anything to keep their business. SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
  14. 14. DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt. - Brian Solis
  15. 15. COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
  16. 16. OP + NT = EOP
  17. 17. DUDE, IT’S NOT ALL ABOUT THE TECHNOLOGY…
  18. 18. THERE IS NO SINGLE SILVER BULLET SOLUTION
  19. 19. 21ST CENTURY CUSTOMERS REQUIRE A 21ST CENTURY MANAGEMENT RESPONSE
  20. 20. REINVENTING MANAGEMENT FOR THE 21ST CENTURY REINVENTING History Lesson on Management 1.0 MANAGEMENT FOR THE 21ST CENTURY – GARY HAMEL An excerpt from the University of Phoenix Distinguished Guest Video Lecture Series
  21. 21. HISTORY LESSON ON MANAGEMENT 1.0 1890: 90% of the then developed world worked in agriculture & the average manufacturing firm employed 4 employees. 1915: Ford was making a ½ million cars and US Steel was the first company in history to urnover $1b a year.
  22. 22. HISTORY LESSON ON MANAGEMENT 1.0 1920: By this time most of the tools for modern management have been created: Pay for Performance Capital Budgeting Task Design Divisionalization Since then the way we manage has hardly changed. Brand Management
  23. 23. 19TH CENTURY ENGAGEMENT Sales & Marketing Funnel Awareness Interest Desire Action
  24. 24. CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL SHARE COMPARE TRIGGER EVENT RESEARCH SHOP PURCHASE
  25. 25. OP + NT = EOP
  26. 26. If you keep on doing what you’ve always done, you’ll keep on getting what you’ve always got. - W L Bateman
  27. 27. WE NEED TO RETHINK OUR MARKETING & SALES STRATEGIES. LET’S START WITH BINNING THE CONCEPT OF… a go-to-market strategy and replace it with A GO-TO-CUSTOMER STRATEGY ©  2011 SAP AG. All rights reserved. Public 29
  28. 28. WHICH ACRONYM do I start with? SCRM CX Social CEM CRM
  29. 29. Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company's response to the customers' ownership of the conversation. - Paul Greenberg
  30. 30. CUSTOMER EXPERIENCE MANAGEMENT ©  2011 SAP AG. All rights reserved. 32
  31. 31. CUSTOMER EXPERIENCE The customer’s perceptions and related feelings caused by the one-off & cumulative effect of interactions with a supplier’s employees, systems, channels or products. Source: Gartner
  32. 32. “Or, the aggregated memories of every touch a customer has with your company”
  33. 33. CUSTOMER EXPERIENCE MANAGEMENT The practice of designing and reacting to customer interactions to meet or exceed customer expectations to increase customer satisfaction, loyalty and advocacy. Source: Gartner
  34. 34. “Or delivering the consistent customer experience across the entire enterprise”
  35. 35. Every sale has five basic obstacles: no need, no money, no hurry, no desire, and no trust. - Zig Ziglar
  36. 36. OP + NT = EOP
  37. 37. OK, BUT HOW DOES ENTERPRISE CRM FIT INTO CUSTOMER EXPERIENCE MANAGEMENT THEN?
  38. 38. RM C
  39. 39. WE CAN DESIGN & DELIVER YOU A WORLD CLASS CRM STRATEGY NO PROBLEM!
  40. 40. COMPLEXITY
  41. 41. EXCESS BAGGAGE
  42. 42. CRM IS NOT ABOUT SOFTWARE… IT IS AN IDEOLOGY
  43. 43. IT IS ABOUT CONNECTING EMPLOYEES TO CUSTOMERS
  44. 44. IT IS ABOUT DELIGHTING YOUR CUSTOMERS
  45. 45. AND SEEING THEM AS MORE THAN JUST A NUMBER… ACCOUNT NUMBER 23058399 TRANSACTION NUMBER 00092374 COMPLAINT NUMBER CP09938 REVENUE NUMBER € $ £
  46. 46. …AND AS COMPANIES’ MOST VALUABLE ASSET
  47. 47. OP + NT = EOP
  48. 48. It’s now your obligation to study how, where & why customers are connecting and how they are making & influencing decisions. Who said it? Brian Solis
  49. 49. It takes a mere 5% of INFORMED INDIVIDUALS to influence the direction of a crowd of up to two hundred people. - Professor Jens Krause, Leeds University
  50. 50. Respondents time after time end up concluding that they lead the group – even though they were lead by others. - Professor Jens Krause, Leeds University
  51. 51. PEOPLE MAKE DECISIONS BASED ON THE SHARED EXPERIENCES OF OTHERS
  52. 52. WHERE DO YOU START?
  53. 53. YOU NEED A STRATEGY
  54. 54. 07 7 STEPS TO GET STARTED 06 WITH CEM 05 04 03 02 01 Build a cross-functional work team Map the customer journey Consolidate customer data collection/VoC Create a governance mechanism Map the customer experience ecosystem Select projects that build momentum Define key elements of a strategy Source: 1to1 Media “7 Steps to Get Started With Customer Experience”
  55. 55. CRM SUCCESS FACTORS: STRATEGY, PROCESS, TECHNOLOGY, AND PEOPLE Deploy new technology that supports required process flows. (February 2012) Business goals and objectives Develop process flows to achieve the selected strategy. Technology Process Apps and infrastructure Procedures and business rules Get target users to successfully utilize the applications Source: Forrester “Navigate the Future of CRM” Strategy People Organizational structure, skills, and incentives Condition the organization to adopt new processes.
  56. 56. AVOID BECOMING ONE OF THESE STATISTICS BY RETHINKING YOUR CRM STRATEGY 25% of firms reported that poorly 31% of firms reported that poor 48% surveyed admitted they suffered 21% of businesses stated the need defined business requirements had a negative impact on projects. technical/integration difficulties. Source: ComputerWeekly.com – Forrester; Rethink Your CRM Strategy business process design accounted for project failures. to customize CRM.
  57. 57. CUSTOMER EXPERIENCE LEADERS OUT PERFORM THE LAGGARDS +22% - 46% Over a recent five-year period during which the S&P 500 was flat, a stock portfolio of customer experience leaders grew 22%. During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance. SOURCE: FORRESTER RESEARCH 2012
  58. 58. OP + NT = EOP
  59. 59. SAP CASE STUDIES
  60. 60. AT A GLANCE Objective Transform STM’s one-to-one marketing strategy to drive loyalty and improve the customer experience through fare and route advice, and geo-localized partner rewards. Solution SAP CRM Benefits Increased fare revenue from greater ride frequency and non-fare revenue from partner ecosystem “   At STM our marketing objectives are to generate additional ridership and non-fare revenue. To do this we realised we needed to engage better with our existing customers and provide a better user experience, information, and value. ”   Pierre  Bourbonnière   Head of Marketing
  61. 61. Loyalty Integration Enhance the Rider Experience Personalized Offers Redemption Transit Directions
  62. 62. AT A GLANCE Objective Take on larger rivals by providing a delightful social media experience Solution SAP Social Media Analytics by NetBase SAP Cloud for Social Engagement Benefits Meet increasing demand for social media interaction without scaling team. Reduced churn. More cost-effective customer acquisition with marketing messages based on social buzz. “  Looking at our results with social engagement, the ROI is tremendous. We are getting a 94% resolution rate as compared to our usual 11-12%. We are seeing tremendous ROI servicing our customers on social using these tools. ”   Krissy Espindola Director, Knowledge Management & Social Customer Support
  63. 63. AT&T AND T-MOBILE SLUG IT OUT OVER A CUSTOMER ON TWITTER
  64. 64. USING SOCIAL TO LISTEN, UNDERSTAND, AND ENGAGE THE FULL SOCIAL WEB LISTEN SAP Social Media Analytics by NetBase YOUR TARGET AUDIENCE UNDERSTAND Fan Appz, an SAP Cloud Partner PERSON TO PERSON ENGAGE SAP Cloud for Social Engagement ©  2011 SAP AG. All rights reserved. Public 69
  65. 65. OMNI CHANNEL BUILDING A CONNECTED ENGAGEMENT PLATFORM
  66. 66. YOUR CUSTOMERS DON’T CLOCK OFF AT 5PM 24/7 BRANDS
  67. 67. TODAY’S CUSTOMERS WANT INSTANT GRATIFICATION
  68. 68. WATCH OUT FOR THE “CREEPY FACTOR”
  69. 69. 90% of word-of-mouth conversations about brands take place offline. PRIMARILY Face-to-face, in people’s homes and offices, in restaurants and stores. ANYWHERE PEOPLE CONGREGATE. Source: KELLER FAY GROUP
  70. 70. 1.5 BILLION MILLENNIALS GLOBALLY COMING OF AGE In 2011, the youngest hit their mid-teens & the oldest entered their 30’s YOUTH QUAKE Gen Y Impact
  71. 71. OP + NT = EOP
  72. 72. It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. - Charles Darwin
  73. 73. CHANGE IS THE BIGGEST OBSTACLE But CHANGE has now changed. It is now… •  Ever surprising •  Unrelenting •  Unforgiving •  Only going to get faster and faster and faster...
  74. 74. Adapt or Die
  75. 75. AVOID DIET PILL APPROACH SHORT TERM GAINS
  76. 76. BEWARE OF ISLAND SOLUTIONS
  77. 77. BUILD A CONNECTED ENTERPRISE BY BRINGING TOGETHER PEOPLE + PROCESS +TECHNOLOGY
  78. 78. COMPETITIVE ADVANTAGE REQUIRES HARD WORK
  79. 79. OP + NT = EOP ©  2011 SAP AG. All rights reserved. Public 84
  80. 80. KEY TAKEAWAYS
  81. 81. OLD RECIPES NO LONGER WORK CRM MUST EVOLVE BEYOND THE FRONT OFFICE TACTICAL STRATEGIC TO BE IN THE GAME INTERNAL FOCUS TO WIN THE GAME CUSTOMER FOCUS Front Office Front Office EFFICIENCY Inside - Out FOCUS ON 1:1 CUSTOMER ENGAGEMENT Customer EXPERIENCE EFFECTIVENESS Inside - Out TO CHANGE THE GAME Outside - In
  82. 82. TO WIN TODAY YOU MUST ALIGN YOUR MARKETING AND SELLING MOTION TO YOUR BUYER’S JOURNEY AWARENESS CUSTOMER Set Criteria Commit to Change Loyal or a Detractor Assess Risk Compare BRAND ADVOCATE Purchase BUYER’S JOURNEY Target Discover Guide Win SELLING MOTION Differentiate & Value Shape Vision Influence Close Build Confidence Support
  83. 83. TURN INSIGHT INTO ACTION TO CREATE EXCEPTIONAL EXPERIENCES •  Understand customers •  Identify opportunities •  Predict their needs & behavior Interact with customers 1:1 in the moment when it matters across channels & touch points INSIGHT EXPERIENCE EXECUTION •  Drive operational excellence •  Empower employees & partners •  Deliver on your promises
  84. 84. You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology. - Steve Jobs
  85. 85. OP + NT = EOP ©  2011 SAP AG. All rights reserved. Public 90
  86. 86. ? ©  2011 SAP AG. All rights reserved. Public 91
  87. 87. Old Process + New Technology = Expensive Old Process
  88. 88. about.me/nicholask71
  89. 89. THANK YOU! Feel free to connect with me at : Nicholas.kontopoulos@sap.com #nicholask71 http://sg.linkedin.com/in/nicholaskontopoulos © 2013 SAP AG. All rights reserved.
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